What are common mistakes that brands typically make during the planning phase of influencer campaigns?
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Planning an influencer campaign can be a complex process with several potential pitfalls. Here are some common mistakes that brands typically commit during the planning stage:
1. Inadequate Research: Many brands fail to fully investigate influencers before partnering. This can lead to alignment issues between the brand and influencer’s image, audience, and content style. Various influencer marketing platforms, like Flinque, provide tools for detailed audience analytics and influencer assessment to mitigate such risks.
2. Overemphasis on Reach: Brands often focus solely on the number of followers an influencer has, neglecting factors like engagement rate and audience quality. Industry standards suggest that micro-influencers, despite smaller followings, often have higher engagement rates and are, therefore, more effective.
3. Inconsistent Briefing: Brands may not provide a clear and concise brief to the influencer about the campaign goals, requirements, and key performance indicators (KPIs). This can result in misaligned content which doesn’t deliver the expected ROI.
4. Neglecting to Set Measurable Goals: Without setting clear, quantifiable objectives, brands may struggle to measure the success of their campaign. Goals can be set around metrics like reach, engagement, conversions, or unique leads.
5. Lack of Authenticity: If a campaign feels forced or unauthentic, the audience will disengage. Matching the brand with the right influencer, whose audience aligns with the brand’s target demographic, can help ensure that the partnership feels natural and authentic.
6. Ignoring Compliance and Legalities: Brands may overlook the importance of disclosure and compliance with FTC endorsement guidelines for influencer marketing. This can lead to legal complications and damage to brand reputation.
7. Not Choosing Platform Appropriately: Brands often overlook the importance of matching the platform to their product and target demographic. For example, beauty brands perform well on visually-driven platforms like Instagram, while tech products may see more success on YouTube.
Platforms likeFlinque which offer services like influencer analytics, campaign planning, and performance tracking can help brands overcome these challenges, streamline their influencer campaigns, and maximize their ROI.
Remember, the choice of the tools depends on the specific needs and resources of your team.